The Transportation Security Administration (TSA), an agency of the U.S. Department of Homeland Security, is joining with The Advertising Council today to launch a national public awareness and education campaign designed to build awareness of checkpoint security procedures in an effort to better prepare passengers for airport travel. The campaign launch coincides with Thanksgiving, one of the busiest travel periods of the year. More than 23 million people were screened at the nation’s airports during last year’s holiday.
TSA’s passenger feedback shows that travelers are more willing to cooperate with airport security when they better understand the reasoning behind the measures. The new public awareness campaign aims to improve security by compelling airline passengers to become better prepared for security processes, thereby resulting in less frustration and a more positive experience. The campaign builds upon TSA’s ongoing commitment to communicating why certain procedures and requirements are an important part of airport security. For example, the campaign explains why travelers are asked to remove shoes and coats, limit liquids to three ounces and show their IDs.
“TSA encourages passengers to know the rules and be prepared when they reach the security checkpoint. Your safety is the priority of our security officers and you can contribute to a smoother process at the checkpoint,” said TSA Assistant Administrator for Strategic Communications and Public Affairs Ellen Howe.
Last year, the average peak wait time during the Thanksgiving holiday at all airports nationwide was 12.6 minutes, and during the winter holidays, the average peak wait time was 14 minutes. TSA is expanding its popular family lanes nationwide for families and others traveling with medically necessary liquids larger than three ounces. These lanes will be available at all airports and will provide more time for families traveling with children and other passengers who need extra assistance.
“Research shows that Americans are more willing to comply when they understand why certain security measures are in place. Therefore, we have a great opportunity to educate them on their important role in the airline security process,” said Peggy Conlon, President & CEO of the Ad Council. “We are proud to join TSA in this critical effort.”
Campaign activities will be conducted during the course of the year in conjunction with the nation’s busiest travel times: Thanksgiving, the winter holidays and Memorial Day. The campaign will employ a series of informational videos airing in airports and online, social media strategies, as well as national radio sponsorships and public relations tactics in an effort to communicate with the travelling public during these travel periods.
All of the campaign strategies direct audiences to visit www.tsa.gov to find travel tips, local airport information, including wait times, and how to get your questions about airline security answered.
This is the first time the Ad Council has partnered with TSA on a public education effort, and TSA’s first national awareness campaign. Since 2003, the Ad Council has been working with the U.S. Department of Homeland Security on the Ready Campaign designed to encourage all Americans to prepare for emergencies.
TSA
TSA is a component of the U.S. Department of Homeland Security that was formed following the tragedies of September 11, 2001. TSA protects the Nation’s transportation systems to ensure freedom of movement for people and commerce. Its 45,000 transportation security officers are responsible for airport security at more than 450 U.S. airports.
The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.
